利率市场化背景下个人客户银行选择的影响因素研究——基于长春市的问卷调查

Choice Criteria of Individual Customers' Bank Selection in the Background of Interest Rate Liberalization:A study based on questionnaire survey in Changchun

综合考虑商业银行的顾客服务、方便性、服务价格、营销活动和他人建议五个维度,建立个人客户银行选择行为的影响因素模型。在对长春地区个人客户进行问卷调查的基础之上,利用因子分析法进行数据分析,对理论模型进行修正,并结合均值分析法对个人客户银行选择的影响因素进行重要性评价。分析结果表明:个人客户在选择银行时主要考虑的影响因子是银行的网点便利性、服务价格和顾客服务三个因子,其中二级指标服务质量是最重要的因素。

This article builds up a model of individual customers＇ bank selection based on an analysis of five factors on commercial banks, namely, customer service, convenience, price of service, marketing activi- ties, and recommendations by others. A well-designed questionnaire survey on individual customers is conducted in Changchun. By examining the data collected with the method of Factor analysis and mean ranking analysis, this article modifies the model. Results show that individual customers＇ three most important bank selection criteria are location convenience, price of service and customer service. It is also found that among the secondary factors, quality of service is the most important selection criterion.